madison bell | zachary edington | jonathan howell kimberly kato | anna radliff

Madison Bell | Zachary Edington | Jonathan Howell

Kimberly Kato | Anna Radliff

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Table of Contents

Executive Summary…………………...3

Situation Analysis……………………….4-39Industry

Information…………..4-16Client

Background……………..17-20

Problem……………………………..21

Target Market…………………….22-31

Competition……………………….32-39

Objectives…………………………………..40

Strategies……………………………..……41-48Local Festivals……….

…………..43Newspaper Inserts…….

……….44Posters………………………………

45Rack Cards…………………..……

46Radio………………………………

…47Television…………………………..

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Tactics……………………………………….…49-64Local Festivals……………………..49-50Newspaper Inserts……………….51-53Posters…………………………...……54-56Rack Cards………………………..…57-58Radio……………………………………59-61Television……………………………..62-64

Budget………………………………………….65Control and Implementation…….…..66Conclusion…………………………………....67Bibliography………………………………….68-71Appendix………………………………………72-

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Executive Summary

ObjectivesIncrease awareness for all parts of the Conservancy in Lee County from 50% to 75% by April 2013. Increase awareness for all parts of the Conservancy in Collier County from 75% to 90% by April 2013. Increase high school and college volunteers from 5% to 25% By April 2013. Increase Donor Information Requests from 800 requests to 1,000 requests By April 2013.

Target MarketIn order to increase overall awareness, the Conservancy of Southwest Florida will target adults 25-54 years old within a 25 mile radius of the Conservancy. The targeted households will have a combined income of $75,000-$199,999. The second target market will focus on high school and college students that range from ages 15-24 currently pursuing volunteer/ community service hours.

Creative TacticsThe Conservancy will incorporate their existing tag line “Our Water, Land, Wildlife, Future” in their ads because it emphasizes their mission statement and values. The Conservancy will participate in local festivals by setting up a booth providing information directly relating to the target market of 25-54 year olds. There will be inserts placed in the Naples Daily News informing readers about the Grand Re-Opening and also annual memberships packages. There will be eye catching posters that will be distributed in all public high schools, colleges and universities throughout Collier and Lee County. Radio and television ads will also be broadcasted on multiple channels to specifically emphasize the Grand Re-Opening on April 6, 2013.

Budget The $25,000 budget was carefully disbursed using various forms of media to successfully reach the target markets. The different forms of media involved in the campaign are booth rentals, rack cards, newspaper inserts, posters, and radio and television ads. The majority of the budget will be allocated towards television commercials, exactly $12,000. The media vehicle that will consume the smallest portion of the budget will be newspaper inserts that will cost $654.24. In total, this campaign will cost $24,632.19 leaving $367.81 unspent.

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Situation Analysis - Industry InformationNon-profit Organizations

According to IBIS World Industry Report, the primary activities in the non-profit industry are environmental advocacy organizations and

wildlife preservation organizations, as well as working with Environmental and Wildlife Conservation Organizations. In 2011, there

was an average of 14,049 conservancies in the United States with average revenue of $21.6 billion (Dai, 2010). In the United States there

are 1,574,674 non-profit organizations while in the state of Florida, there is a total of 78,066 registered non-profit organizations (National Center

for Charitable Statistics, 2011). Of these organizations, 1,267 are focused on environmental issues similar to the Conservancy of

Southwest Florida (National Center for Charitable Statistics, 2011).

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Situation Analysis - Industry InformationNon-Profit Organizations

Non-profits organizations that exist for educational or charitable reasons, and from which its shareholders or trustees do not benefit financially

(investorword). Any and all money gifted must be used by the organization for its own expenses, operations, and programs. Many non-profit

organizations also seek tax exempt status, and may also be exempt from local taxes including sales taxes or property taxes (investorword).

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Situation Analysis - Industry Information

Donation Trends for Non-profitWith an expected growth in revenue over the next five years, there is

an anticipated increase in private donations to non-profit organizations. Recently, private donations to international

relief efforts have increased from 3.8 percent in 2006 to 5.0 percent in 2010, according to the IBIS World Industry Report. A threat to donations toward non-profit organizations is predicted to drop 10 percent in federal funding by 2016 ("Ibis world business," 2012). Private donations have shifted toward international relief efforts including the January 2010 earthquake in Haiti and the March

2011 earthquake and tsunami in Japan ("Ibis world," 2011). While private donations report for 50.4 percent of the industry's turnover,

government grants offer 20.2 percent of the industry's revenue ("Conservation & human," 2012).

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External Drivers for Non-profitsOn average, Americans contribute about two percent of their disposable

income to philanthropic causes. Over the next five years, the unemployment rate is expected to fall in the United States with an

estimated growth in revenue of 3.2 percent. This growth in revenue will help increase private donations to non-profit organizations, specifically

to conservation and human rights organizations (Dai, 2010).

The following table is a list of non-profit organizations registered with the IRS in the United States. The organizations are divided using National

Taxonomy of Exempt Entities codes (NTEE). The environmental group of organizations holds the seventh largest number of organizations out of the

26 categories (NCCS, 2011).

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External Drivers for Non-profits

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Volunteering in the United StatesIn 2010, the volunteering rate in the United States declined from 26.8 percent

to 26.3 percent, meaning 62.8 million people over the age of 16 volunteered at least once between September 2009 and September 2010 ("Bureau of labor," 2011). Women were reported to volunteer more than

men across all major demographic characteristics (ages, education levels, etc.). Between September 2009 and September 2010 there was a average of 52 hours per person volunteered. There was a median high of 96 hours

to a median low of 40 hours ("Bureau of labor," 2011).

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Local Environmental OrganizationsThe Southwest region of Florida is dominated by wetland ecosystems in which

40% of the lands are conservancies (Main, 2009). The map displayed below is a geological reference of some of the major conservations in the

Southwest Florida region (Main, 2009).

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Environmental OrganizationsBased on the 2006 information provided by the University of Florida, the

natural lands allocated to conservation land acreage in the Southwest Florida region are divided by the following counties (Main, 2009).

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External Drivers for Environmental OrganizationsAccording to IBIS World Industry Report, key external drivers in the

environmental conservation/ ecological and non-profit industry include: per capita disposable incomes, federal funding for social

services, national unemployment rates, the average time spent on leisure and sports per person, as well as corporate profit. Despite all

the external factors, in the next five years revenue in the conservation and ecological industry will increase an estimated 4.5 percent to $26.9 billion (Dai, 2010). Although this is an improvement, revenue is not expected to

equal pre-recession amounts. A crucial factor that could threaten this growth in revenue is a possible decline in federal funding due to

budget cuts.

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Donation Trends for Environmental OrganizationsPersonal contributions to environmental and animal organizations declined 2.3

percent during 2010, in spite of the BP oil spill (National Park Service, 2011). Fortunately, environmental and animal protection groups have maintained their share of private donations over the past five years

and are expected to rise in the future. A threat to this projected increase in donations is the anticipated cuts to federal funding and a

gradual decline in government grants. Also, with increasing concerns about global warming and an increasing connection of the environment to health-

related issues have impacted the $6.66 billion donated towards environmental and animal welfare matters (National Park Service, 2011). The following chart shows how the donations were gifted across eleven different types of non-profit organizations, including the $6.67 billion to

environmental issues.

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Donation Trends for Environmental Organizations

(National Park Service, 2011)

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Conservancy of Southwest Florida IndustryThe industry that the Conservancy of Southwest Florida partakes in is a

collaboration of environmental conservation/ ecological organizations and non-profit organizations. The Conservancy fits into these categories because of the

main focus on environmental issues addressed in their mission statement. The leading industry goal is to constructively address the conservation concerns related to the environment in the Southwest region of Florida. More specifically, the industry’s focal point is to develop educational tools in protecting Florida’s unique natural environment. The conservation/ ecological industry includes

organizations primarily engaged in promoting a wide range of social and environmental issues. These organizations typically include causes linked with

environmental and wildlife protection, community action, international awareness and other social causes (Dai, 2010).

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Volunteering in the Conservancy of Southwest Florida Industry According to Bureau of Labor, citizens who pursued a higher education were

most likely to volunteer for multiple organizations. Of those who volunteered, 42.7 percent became involved with the organization after

being asked to donate their time (“Bureau of labor," 2011). For the Conservancy of Southwest Florida this could be a direct correlation between the number of volunteers to the number of possible future

members.

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Situation Analysis - Client Background

HistoryIn 1964 the face of Southwest Florida was being changed (Wilson, 2009). The ageless habitats of tropical birds, fish, plants, and all other wild life was being

destroyed. This transformation of subtropical wilderness into homes and business had to be stopped. So on Saturday April 11th , 1964, a group of

people with different concerns about the environment met in Naples to discus the decimation of these habitats and the Collier County Conservancy was born (Wilson, 2009). They had one goal at the time and that was to acquire Rookery

Bay and Henderson Creek south of Naples. A “Road to Nowhere” as it was deemed by outraged citizens, was to be built south towards Rookery Bay and

the 10,000 Islands ("Facebook.com/conservancyswf" 2012). The leaders of this grassroots movement goal at the time was to stop the expansion of housing

into this precious habitat. The founding fathers of the Collier County Conservancy where Lester Norris, George Vega, Charles Draper,

Joel Kuperberg, Nelson Sanford, and Fred Winter. Charles Draper would serve as the first president of the Collier County Conservancy and lead the fight to

save Rookery Bay.

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History (contd.)The Conservancy of Southwest Florida has come a long way and

accomplished many things. It started as a small group of passionate people, and that same passion can be seen today. The organization has grown to now have twenty six members sit on its board of directors. On January 17th more than 700 people packed the Naples Beach Hotel and Golf Club where Florida Gulf Coast University current President Wilson Bradshaw was welcomed to the Board of

Directors to serve a four year term. (Mint Design Co, 2012).

The Conservancy has now more than 4000 members, and their campus sits on 21 acres of nature preserve in the heart of Naples ("Our campus," 2011). The

campus is home to the Christopher B. Smith Preserve, Eva Sugden Gomez environmental planning center, Shotwell Wavering filter marsh, Von Arx Wildlife

Hospital, Dalton Discovery Center, Ferguson Learning Laboratory, Allyn Lagoon and Gazebo, Eaton Conservation Hall, Jeannie Meg Smith Theater, and the Lutgert Commons Deck. This complex serves as a resource of history and education to

thousands of residents, school children, summer campers, and visitors each year.

The current president and CEO Andrew McElwaine is excited to lead the Conservancy into the future. In November he will be at the helm for the

Conservancy's Grand Re-opening scheduled in November of 2012 and coming off the successful 38.8 million capital campaign he could not be more happy but

reminds everyone that “ There is no off season here at the Conservancy”. (McElwaine, 2012)

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Mission Statement"The mission of the Conservancy of Southwest Florida is to protect Southwest

Florida’s unique natural environment and quality of life… now and forever. The Conservancy is a grassroots organization focused on the critical

environmental issues of the Southwest Florida region. We work to protect land, water and wildlife, control unplanned growth and educate the public about South Florida’s wildlife. We used science-based research to inform

government leaders and promote sound environmental policies and practices. We forge conservation partnerships on the local, regional and

national level to have maximum impact. Research from our science department provides the basis for of that work that we do” (Non profit report,

2012).

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• 1964 - Local citizens block the “Road to nowhere”• 1965 - Collier County Conservancy is formed and 300,000 is raised ("Nerrs.noaa.gov,")• 1966 - Collier County Conservancy officially incorporates (Conservancy SWF, 2010),

Purchase first 1,600 acres (Winters, 1966) in proposed Rookery Bay Sanctuary and dedication of Rookery Bay Sanctuary

• 1967- the Conservancy purchased additional 150,000 of Rookery Bay Property and deeded it to National Audubon Society ("Handsontheland.org," 2001)

• 1971- Continued to raise money and make purchases, buys Shell Point for 235,000,completely enclosing Rookery Bay ("Nerrs.noaa.gov,")

• 1974- Supports Federal Government purchase of 570,000 acre Big Cypress National Park (Conservancy SWF, 2010)

• 1977 Rookery Bay Sanctuary becomes National Estuarine Research Reserve ("Handsontheland.org," 2001) One of only 11 reserves in the U.S dedicated to research. (Conservancy SWF, 2010)

• 1981- Sea Turtle Program Begins on Keewaydin Island • 1982 Name Changed to “The Conservancy Inc.” (Conservancy SWF, 2010) • 1984- Reaches agreement with Deltona Corp. in land mitigation• 1986- Helps establish Barefoot beach state park (Conservancy SWF, 2010) • 1996- “The Conservancy Inc.” becomes “Conservancy of Southwest Florida” ("Our

campus," 2011) • 2006- Purchase 7 acres of Fleishmann property at Goodlette-Frank Road spurring idea of

“Naples central park” (Conservancy SWF, 2010) • 2012- Planning Grand Re-opening of its 22 acre Naples facility (McElwaine, 2012)

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Situation Analysis - Problem

Creating awareness for all parts of the Conservancy and all it has to offer. The residences of Collier and Lee County currently view the

Conservancy of Southwest Florida as an organization that is concerned about the estuarine environment. Although this statement is true, we want our residences to know that the

Conservancy of Southwest Florida is concerned about the many different ecosystems of the land, water and wildlife as a whole. Not

only does the Conservancy focus on protecting all aspects of the local environment, they would also like for their residences to know

they offer educational and hands-on programs for children, a Nature Center, Good Fortune, Resale Store,

and Policy Messaging.

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Situation Analysis - Target Market

Our target market is adults 25-54 years of age within a 25 mile radius of the Conservancy of Southwest Florida. The targeted households will have a

combined income of $75,000-$199,999. It is necessary to grasp the attention of this market for the long run sustainability of the Conservancy. Without the donations and memberships from this target market the Conservancy will fail to fulfill their mission and will not sustain their operations. We also researched a secondary target market of students from the age of 15-24. The reason for this second target market is to fulfill the need of volunteer's that help run and maintain the Conservancy of Southwest Florida. We gained insight from these

two target markets using primary and secondary research. We distributed two separate surveys for each target market, and also pulled information from

the 418,208 residents that live within a 25 mile radius of the Conservancy ("Demographicsnow.com," 2010).

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Target Market (Primary Research) We surveyed 34, 25-54 year olds that live within the 25 mile radius of the

Conservancy. From those who where surveyed we found that they lived in this area for an average of 14 years, yet only 29.4 percent of them knew what the

Conservancy of Southwest Florida is. From those that knew about the Conservancy, 80 percent thought that all they did was rescue and rehabilitate animals. After

informing the participants of what the Conservancy has to offer they where asked if they would pay $65 for a Basic Yearly membership to the Conservancy of

Southwest Florida. 52.9 percent responded favorably and 23.5 thought that $40-$50 would be more reasonable. The next couple of questions focused on education of SWFL land, water, and wildlife. 94.1 percent said they would like their kids to be highly educated about these issues and 82.4 percent of the respondents wanted to be better educated about their local environment. 58.8 percent of those surveyed

would like to be more involved with their community and 88.2 percent would like to send their kids to a local summer camp where they can learn about the local

environment. The last question asked about their annual income, according to the Echelon Marketing Group “Most fundraisers recognize that a person’s income,

tangible assets (such as home or cars), and lifestyle preferences are unreliable indicators (Echelon, 2007). What really matters most is the possession of liquid financial assets to fund a significant contribution.” Only 29.4 percent of those

surveyed fell into our income demographic of $75,000-$199,999.*Surveys and graphs are located in the appendix

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Target Market Primary ResearchThe second group surveyed was students between the ages of 15-24.

62 students were in college and 80.6 percent of those students need to fulfill a certain amount of community service/service learning hours to graduate or receive scholarships. 72.2 percent where interested in volunteering in the

natural environment. Unfortunately, only 25 percent of the respondents knew about the Conservancy, and only two of the 64 students surveyed were

previous volunteers at the Conservancy. 80.6 percent of those surveyed would like to volunteer at the Conservancy if they had more information on it, but

61.1 percent did not want to receive e-mails from the Conservancy.

*Survey and graphs are located in the appendix*

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(Secondary Research) Adults 25-54There are 48,748 individuals that live within a 25 mile radius of the

Conservancy between the ages of 25-54 and have a combined annual income of $75,000-$199,999 ("Demographicsnow.com," 2010). Our marketing campaign efforts are geared towards this specific target

market. There are 133,826 people between the ages of 25-54 year old that live with in the 25 mile radius of the Conservancy

("Demographicsnow.com," 2010).

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("Demographicsnow.com," 2010)

Secondary Research

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Secondary ResearchAdults 25-54

Of the 418,208 individuals, there are 136,754 people between the ages of 25-54 year old that live with in the 25 mile

radius of the Conservancy ("Demographicsnow.com," 2010).

Age 25 - 34 9.7%

Age 35 - 44 10.5%

Age 45 - 54 12.5%

Target Market

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Situation Analysis - Target MarketIncome By Age Comparison - (Demographic detail comparison, 2012).

• 25-34

• 35-44

• 45-54

% Income $ 75,000 to $99,999 13.5%% Income $100,000 to $124,999 5.4%% Income $125,000 to $149,999 2.8%% Income $150,000 to $199,999 1.6%



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Secondary ResearchStudent Target Market

Of the 418,208 individuals, the total amount of students in our area make up 9.3 percent of the population, or 38,895 students total

("Demographicsnow.com," 2010).

Age 15 - 19 4.7%

Age 20 - 24 4.6%

Target Market

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PsychographicsAccording to Nielsen’s My Best Segments, there are eight different segments that are part of our target market. These markets include: Blue Blood Estates,

Young Digerati, Country Squires, Winners Circle, Upward Bound, Beltway Boomers, Kids & Cul-de-sacs, and Fast-Track Families. These segments have a

lot in common but are each slightly different from one another ("Claritas," 2012).

The target market enjoys outdoor activates such as jogging, snorkeling, water skiing, hunting and playing tennis ("Claritas," 2012). The majority of their shopping is done online from Amazon.com, Target.com,

Buy.com, and Expedia.com. They also have annual memberships to Costco, shop at Neiman Marcus, Thomasville, and the Disney store ("Claritas," 2012).

These individuals read the Wall Street Journal, Economist magazine, Architecture digest, and Parenting magazine ("Claritas," 2012). Due to their high income they are able purchase more expensive family vehicles such as the Yukon Denali, Toyota Sequoia, Volkswagen Routan, Chevy Suburban Flex

Fuel, Mercedes GL class, and the Audi A8 ("Claritas," 2012).

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Students between the ages of 15-24 are some of the hardest consumers to communicate with and the differences between a 15 year old and 24 year old are

vast. They are broken up into two different age groups:

15-19 These teenagers are at a turning point in their life, they do not read much but when they do its on Facebook or on other social networking sites. They enjoy their hobbies and sports but they value time spent with friends the most ("Claritas," 2012). When students are looking to volunteer they will turn to parents or guidance counselors on where to donate their time. Most teenagers are interested in the newest technology, latest fashion trends, and have a fast paced lifestyle ("Claritas," 2012).

20-24This segment is much more mature even though there is only a one year difference in age. They have been given more freedom from there parents and they are beginning to gain interest in things they feel they would be beneficial to their life, such topics include politics and theology ("Claritas," 2012). When it comes to volunteering, it’s no longer perceived as a major burden but more of an experience to learn. They have begun to read and watch more news but it is typically done online. These young adults are always connected to their phone or other forms of technology ("Claritas," 2012).

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Situation Analysis - Direct Competition

Naples Zoo at Caribbean Gardens The Naples Zoo at Caribbean Gardens was founded in 1919 with a

vision from Dr. Henry Nehrling, a local botanist . As a private botanical garden, this iconic landmark in Naples has served as one of the leaders in collier

county for education and conservation. The Naples Zoo operates as a Charitable 501©(3) “The Naples Zoo, Inc” was created in the State of Florida

as a not-for-profit entity in 2003 ("napleszoo.com," 2005).The lush 44 acre complex is owned by Collier County and leased to

the Naples Zoo but is not operated by any county or city officials. The Naples Zoo operates with an elected Board of Directors, the board oversees the hiring of employees and the management. They also offer a wide array of volunteer

opportunities from working directly with exotic animals to membership program aides. The mission of the Naples zoo could not be reached without

the help of the volunteers. The Naples Zoo is a major tourist attraction welcoming over 300,000

visitors each year ("napleszoo.com," 2005). The Naples Zoo does not receive subsidies from taxes like most zoos, they rely on the revenues from admission

to operate the zoo and also receive private donations and grants for improvements and expansion. They also have built in a conservation fee to

each visitor's admission that goes directly to supporting conservation programs ("napleszoo.com," 2005).

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Naples Zoo at Caribbean Gardens The Mission statement of the Naples Zoo is “Naples Zoo at Caribbean

Gardens seeks to delight guests with the natural world to inspire the conservation of our planet's remaining wild areas and their wondrous

inhabitants” ("napleszoo.com," 2005). The Naples Zoo does not just educate the community about local environments and animals, but gives visitors the

opportunity to learn about species and environments from around the world. The nonprofit Naples Zoo at Caribbean Gardens is celebrating the new

year with the announcement, the Zoo welcomed 326,435 guests in 2011 which is an 8.4 % increase over last year and the highest attendance in its long history

(Tetzlaff, 2012). Also, Naples Zoo now has over 23,000 Zoo Members – a 9% increase over last year (Tetzlaff, 2012). The admission cost to the Naples Zoo at Caribbean Gardens is $19.95 for adults, $18.95 for seniors, $12.95 for children, and children under the age of 2 are free ("Naples zoo: Visitor," 2011). They also offer a wide variety of memberships starting at $24.95 for children and goes all

the way up to $1,000 for patron memberships ("napleszoo.com," 2005). The Naples Zoo at Caribbean Gardens is located at 1590 Goodlette-

Frank Road Naples Florida 34102.


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Collier County Audubon Society The Collier County Audubon Society was founded in 1961 and is one of

forty-three Florida chapters that belong to the National Audubon Society . Their mission is “to promote an understanding of and interest in wildlife and the

environment that supports it, and to further the cause of conservation of all of our natural resources” ("Collieraudubon.com," 2000).

The CCAS serves the Southwest Florida community by educating residents on topics such as rescuing wildlife, exotic species, and invasive exotic species.

They are a cooperator of many other local Florida conservation groups and were a major part of the establishment of the Conservancy of Southwest Florida.

The CCAS is a major advocate for living green and they introduce this life style to many young kids through their Young Birds program. This program is

designed for kids 6-18 years old, and memberships cost $10 for the Young Birds program ("Collieraudubon.com," 2000). They also welcome many field trippers

each year from local elementary and middle schools. Throughout the year the CCAS brings in various speakers and workshops

to educate the public and help raise funds for their operation. At their recent Feathers & Friends Gala they raised over $90,000 to put back into the advocacy

and education programs ("Collieraudubon.com," 2000).

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Collier County Audubon SocietyThe Collier County Audubon Society, Inc. is a non-profit conservation

organization organized under the laws of the State of Florida on August 3, 1961 ("Collieraudubon.com," 2000). The Society is affiliated with the Florida Audubon Society and the National Audubon Society and registered with the Florida Department of State (document number 702752) as a not-for-profit organization. The Federal Internal Revenue Service recognizes the Society

as an organization exempt from Federal income tax under section 501(c)(3) of The Internal Revenue Code. As such, contributions to the Society are tax

deductible ("Collieraudubon.com," 2000).

The Collier County Audubon Society is located at 1020 8th Ave. South, Suite 2, Naples, FL 34102 .

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Situation Analysis - Direct Competition CREW Land and Water Trust

CREW Land & Water Trust was established in 1989. CREW stands for Corkscrew Regional Ecosystem Watershed. The watershed consist of over 60,000 acres and offers this land to the public for environmental tours, hiking, hunting, horseback riding and camping ("Lee and collier," 2011). The CREW project spans across five different sections including the Flint Pen Strand, Bird Rookery Swamp, Corkscrew Swamp Sanctuary, Corkscrew Marsh, and Camp Keais Strand.

CREW was formed by a cooperative acquisition group including the Audubon Society, Southwest Florida Water Management District, as well as business partners and private owners. CREW’s dedication to the local community is becoming more and more important with the rapid expansion of urban sprawl ("Land and water," 2011).The CREW Trust offers the following field trips for K – 12 students:• Walk Through a Watershed Trip - (designed with and for Collier County

3rd graders)• Watershed and Wildlife Walk – (adapted for all ages, K-12)• Middle School – LIFE program - (in conjunction with the FL Department of

Environmental Protection)• High School Watershed Trips – (Biodiversity, Wetland Ecology, or Fire Ecology)• Home school/Specialty Trips – (Designed for your needs)

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Situation Analysis - Direct Competition CREW Land and Water Trust

Last year CREW volunteers put in over 1,300 hours of service learning and community service hours ("Land and water," 2011). There is a

wide variety of ways to help CREW by donating your time or gaining hands on experience as an intern.

Memberships are also available due to the fact that CREW operate as a not for profit and depends on the support of the local community.

Memberships are available at the following levels:• Preserver – $5000 and up• Panther – $3500• Woodstork – $2000• Southern Bald Eagle – $1000• Swallow-tailed Kite – $500• Ghost Orchid – $100• Bobcat – $50• Family – $35• Individual – $25• Student – $10

CREW Land and Water Trust is located at 23998 Corkscrew Rd. Estero, Fl 33928

Phone: 239-657-2253 ("Land and water," 2011)

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Situation Analysis - Indirect Competition

J.N. Ding Darling National Wildlife RefugeThe J.N. Ding Darling National Wildlife Refuge is located on Sanibel Island and part of the National Wild Life Refuge System ("Ding darling society,”). This parcel of land was scheduled to be sold for development when Jay Norwood “Ding” Darling blocked the

sale of the land and urged President Harry S. Truman to sign an executive order creating Sanibel National Wildlife Refuge in 1945 ("fws.gov," 2008). The refuge was

renamed in 1967 to J.N Ding Darling National Wildlife Refuge ("fws.gov," 2008).

Ding Darling offers many opportunities for volunteers including education center’s information desk, greeters, roving interpreters, biology, maintenance, and

other special events. Ding darling also welcomes donations but receives their funding from the Government for operation.

Ding Darling is an important asset to the local wildlife serving as a home to over 220 species of birds and a countless number of juvenile fish that live in the

mangroves protective habitat ("fws.gov," 2008). The abundant wildlife has received a lot of attention and has become a must-see when visiting southwest Florida. Of the

291 ratings on TripAdvisor.com, 185 peoples’ experience was excellent leaving many with great memories of the area (Travelteacher10, 2012).

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Situation Analysis - Indirect Competition

Florida Wildlife FederationThe Florida Wildlife Federation is a state-wide, private, non-profit

conservation. It is composed of three offices and thousands of volunteers who have a common interest in preserving, managing, and improving Florida's fish,

wildlife, soil, water, and plant life. The offices are located in Tallahassee, St. Augustine, and Naples. The Florida Wildlife Federation’s mission statement,

located on their website, goes into detail about their goals to preserve Florida’s environment by creating “awareness, understanding, and action brought about by Federation members and concerned citizens” (Florida

Wildlife Federation). The Federation has been on this mission since 1937. Their main goal is to be the leader in promoting through education and political

action. Members of the Florida Wildlife Federation are recognized as being a

part of the Wildlife Legacy Club. The club was established in 2007 for those who have made sizable gifts to the Federation to encourage people to leave a legacy to protect Florida’s wildlife. A donator is eligible for membership if they make a minimum donation of $5000, donate a bequest which values $5000, or

be a designated Honorary Wildlife Legacy Member by the Florida Wildlife Foundation Development Committee. Benefits include a news subscription, special invitations to events, an annual calendar, seasonal note cards, and

discounts at the nature store (Florida Wildlife Federation). The Florida Wildlife Federation is located at 2590 Golden Gate Parkway,

Naples, FL 34105.

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Objectives

• Increase awareness for all parts of the Conservancy of Southwest Florida in Lee County from 50% to 75% by April 2013

• Increase awareness for all parts of the Conservancy of Southwest Florida in Collier County from 75% to 90% by April 2013

• Increase high school and college volunteers at the Conservancy of Southwest Florida from 5% to 25% by April 2013

• Increase Donor Information Requests for the Conservancy of Southwest Florida from 800 requests to 1,000 requests by April 2013

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Creative Strategy

Our primary focus is to increase total awareness among all of our consumers in Collier and Lee County. Since the beginning of the Conservancy’s adventure in

1964 to preserve the wetlands of Southwest Florida, the Conservancy’s reputation began to rapidly grow ("Our story," 2011). Unfortunately, the many members and

non-members of the Conservancy have not been able to grasp the true meaning of how the Conservancy operates. According to Barbra Wilson, Director of Marketing and Communications, the residences of Collier and Lee County currently view the Conservancy as an organization that primarily focuses on preserving Southwest

Florida’s surrounding waters. Our survey results proved that many adults were not aware that the Conservancy of Southwest Florida even existed. Through our many

forms of advertising we will be able to portray the true meaning of the Conservancy, which is protecting water, smart growth, wildlife rehabilitation and protection, and Everglades restoration ("What We Do," 2011). To enunciate these themes, we are going to develop a variety of ads featuring the animals from the

Conservancy of Southwest Florida. While using these photos, we will also incorporate the three main colors from their updated logo: yellow for the future,

blue for the water, and green for the land to help spread our message.

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Creative Strategy

•Colors: The three main colors used in all of our print advertisements are yellow (#fbc116) for the future, blue (#1d95d0) for the water, green (#0d6333) for the land.

•Fonts: Bebas Neue, Helvetica•Theme: Our Water, Land, Wildlife, Future.•Tagline: “Our Water, Land, Wildlife, Future.”•Logo: Updated logo for the Conservancy of Southwest Florida.•Focus of Campaign: To promote the Grand Re-Opening of the Conservancy, to

introduce the new changes made to the facility, and to inform members of new offerings and activities for adults and children.

•Media outlets: We are choosing local media outlets to advertise to the local target market. We chose not to advertise nationally because the Conservancy is focusing on building a client base locally so they understand and care about their surrounding habitat to eventually build a better future.

43

Strategies - Local Festivals

Festival organizers use cultural and historical themes to develop annual events to attract visitors. Such festivals provide opportunities for the local

community to share their culture and community development with visitors. Furthermore, they help the local community to develop its own identity (Liang, 2008). Festivals provide a great opportunity for organizations to be noticed by

hundreds, sometimes even thousands of local visitors. They are an efficient and effective way to provide information to residences who are unfamiliar with

your organization.

44

Strategies - Newspaper Inserts

Dating back to 1690 to the first publication in America, newspapers are still one of the best ways to advertise and reach a target audience. Newspapers pride on strong local emphasis due to the many daily

purchases and yearly subscriptions (Bellis, 2012). Newspaper publications are sought out by consumers and frequently read for

pleasure. Consumers will take the time to read through the pages for the latest news, information and entertainment ("The benefits of," 2011).

While reading the different columns, ads conveniently placed adjacent to them hoping to reach their target audience. One advantage for

newspaper inserts is that consumers have already subscribed to the newspaper, you are guaranteed to literally get your foot in the door. As

for inserts, your message will avoid being perceived as “junk mail” since it is in good company along side national retail giants.

45

Strategies - Posters

Posters are a form of out of home advertising (OOH) and are truly effective forms of media. First and foremost, posters are semi-permanent displays; they can not be muted, or switched like radio and television ads (Bruneau, 2011).

An added benefit of using posters is that they can be placed in any area where it will most likely be effective (Mascia, 2012). Depending on where posters are located, whether its on the way to work, in the mall, in a school, or any public

area, consumers may be exposed to them more than once. With the increasing technology innovations it is a lot easier to create incredibly eye-

catching advertisements ("Standard poster printing," 2012).

46

Strategies - Rack Cards

Rack cards are a great way to draw attention to consumers. They are a fun, portable and cheap way to advertise. By strategically using vivid

colors and captivating images, consumers are drawn to read the information given and will retain it. One of the main advantages of

rack card marketing is the greater ability to cater to a specific audience ("Rack card marketing," 2011). Due to their convenient size they can easily be taken to any event and passed along to consumers.

47

Strategies - Radio

Radio is one of the few forms of media that is still growing. As reported on AdAge, "more than 239 million persons ages 12 or older interacting with the medium at least once a week, according to Arbitron's new RADAR 106 report“ (Hampp, 2010). One of the greatest benefits of advertising through the radio is its cost; when you consider the cost versus the size of the potential audience, radio is a very inexpensive

marketing option ("5 benefits of," 2012) . Radio advertising would greatly benefit the Conservancy because 96 percent of college

graduates ages 25 to 54 with an annual income of $50,000 or more still listen to radio once a week (Hampp, 2010). As previously stated in the situation analysis, one of the target markets is adults ages 25-54 with children. It is a lot easier to target a specific audience with the wide variety of stations available today. Each station is geared to a more

narrow audience so the message will reach a vast majority of the target market.

48

Strategies - Television

Television is a powerful advertising medium as it combines two main senses - sight and sound, to create an emotional response.

Producing a good ad will deliver a message that will engage those senses. Advertising through local television stations provides an even greater ability to segment and target an audience based on

demographic and psychographic infomation.

49

Tactics - Local Festivals

The Naples Art Association hosts many successful art festivals every year. These art festivals usually draw a local crowd ranging from 5,000-25,000 residences. The Conservancy will participate in three festivals starting in

2013; the 34th annual Naples National Art Festival (February 25-26), the 4th annual Mercato Fine Arts Festival (March 3-4), and the 25th annual

Downtown Naples Festival of the Arts (March 24-25). Each of these events will take place from 10:00am- 5:00pm (Megela, 2012). At these festivals the Conservancy will have the opportunity to set up a booth where they

can have representatives provide information to the public. The dimensions of our booths will be 10 feet x 10 feet. The images incorporated on our booth (tent, banner, and table) will be the Conservancy’s updated logo

using their primary colors, yellow, blue and green.

50

Tactics - Local Festivals

Dimensions: 10’ X 10’

51

Tactics - Newspaper Insert

According to recent statistics, 59 percent of adults 25-54 years old read the Naples Daily News. Using the Naples Daily News as one of our media

vehicles will ensure that our message will be read by the vast majority of our target audience (Bitzer, 2012).. In 2011, the Naples Daily News experienced a five percent (3,000 copy) increase in Sunday home

deliveries ("Read. advertise. grow," 2011). The Conservancy will participate in a continuous flight strategy for one year (52 weeks) and will have the inserts placed in the Sunday issues of the Naples Daily News every week

leading up to April 6th.

The dimensions of our inserts will be a 5.5” x 8.5”, front and back full color ad and will remain consistent with our theme. It will also incorporate the

Conservancy logo and tagline ("Local rate card," 2011).

52

Tactics - Newspaper Insert

Front

Back

53

Tactics - Newspaper Inserts

Media Flight Plan

54

Tactics - Posters

One of the main target markets of the Conservancy of Southwest Florida is students ages 15-24, and the best way to reach these students is to

display posters throughout their school campus. Since there are 40 schools total, high schools and Florida colleges and universities, we will order 250

posters for distribution ("Florida colleges and," 2012). In Collier County there are 10 public high schools and 13 high schools in Lee County ("Collier

county public," 2011) ("Lee county public," 2011). The remaining 17 schools are comprised of local colleges and universities in Lee and Collier

county ("Florida colleges and," 2012). Ordering 250 posters and distributing them amongst 40 schools would give a total of 6 posters per

school, with the exception of the larger schools who will have a few additional ones depending on their total population.

55

Tactics - Posters

Dimensions: 24” X 36”

56

Tactics - Posters

Dimensions: 24” X 36”

57

Tactics - Rack Card

Our rack cards will be used to pass out to residences of Collier and Lee county who attend the 3 festivals that will be hosted in January, February and March of 2013. Since festivals draw large crowds, we will order 15,000,

4”x9” rack cards with high gloss UV coating ("Rack card printing," 2011). 5,000 rack cards will be allocated to pass out at each festival. The rack cards will be a great way to draw attention to the Conservancy because readers will be captivated by the images of the wildlife on the front, and informed of all the programs and activities they provide located on the

back. All of the colors incorporated in the rack cards are the same hues of yellow, blue and green in their main logo.

58

Tactics - Rack Card

Front Back

59

Tactics - Radio

Advertisements will be run through the Clear Channel Radio Network, which encompasses four different radio stations that perfectly describe our target

audiences. Each of these radio stations uniquely grasp the attention of many different listeners and will reach a vast amount of our target market. FM 105.5 (105.5 The Beat) will be used to captivate our high school and college student audience because they play the latest in hip-hop and rap music (Hardy, 2012). FM 100.1 (Y100) contains a mix and variety of music for any aged listener. FM

107.1 (Cat Country 107.1) reaches the ears of young adults, and FM 95.3 (95.3 The River) plays oldies music for our older generation target market.

Our ads will be played in the morning from 6:00am-10:00am for the majority of our target market who are getting ready for school, and those commuting to work. Then from 3:00pm-7:00pm we will run our ads again for those who

are commuting back home from school and work. Our 30 second commercial will give us enough time to clearly deliver our message to the listeners about

the Conservancy. *Radio script is located in the appendix*

60

Tactics - Radio

Clear Channel Rate Card

95.3 OLZM-F M-F M-F M-F

6A-10A 10A-3P 3P-7P 6P-7P

30's $40 $40 $40 $30

15's $30 $30 $30 $20

Cat Country M-F M-F M-F M-F

6A-10A 10A-3P 3P-7P 6AP- 7P

30's $40 $40 $40 $30

15's $30 $30 $30 $20

105.5 The Beat M-F M-F M-F M-F

6A-10A 10A-3P 3P-7P 6AP- 7P

30's $75 $75 $75 $70

15's $40 $40 $40 $35

Z100 M-F M-F M-F M-F

6A-10A 10A-3P 3P-7P 6AP- 7P

30's $45 $45 $45 $35

15's $30 $30 $30 $25

61

Tactics - Radio

Media Flight Plan

62

Tactics - Television

The Conservancy will be broadcasting their commercial on ABC-7 News at 6am from 6:00am-7:00am, and again on ABC-7 News at 6pm. During these hours our ad will

be featured two times per hour. This will occur Monday-Friday for 5 weeks prior leading up to our Grand Re-Opening on April 6th. The early morning hours were chosen because that is the typical time the average working person wakes up

and begins their day. Our evening hours were chosen because it gives our target market the time needed to commute home from work and relax in front of the TV

after a long day.

The ABC-7 Coverage Map spans across Collier, Lee, Charlotte, DeSoto, Glades and Hendry County, reaching 422,812 people in these areas. Amongst the population,

45.2 percent of these residences are 25-54 years old (Beard, 2012). This will guarantee that our message will be diffused throughout our target market.

*TV Script is located in the appendix*

63

Tactics - TelevisionABC-7 Coverage Map

64

Tactics - Television

Media Flight Plan - Television

65

Budget

66

Control and Implementation

In order to determine if our objectives for awareness have been met, we will conduct a survey to measure the campaign's success. This survey

will be given via direct mail to households with children in Lee and Collier County. We are confident that results will produce a positive outcome related to our marketing objectives. Also, by checking the

Conservancy's database for new members and donations will help to explain results of possible increased awareness. When guests come to

the Conservancy, a brief questionnaire can be filled out to obtain information on how they found out about the Conservancy and why

they decided to come visit. We are responsible for the administration of the surveys as well as implementing more profitable options. A

record of the volunteers and interns will confirm the gained staff of high school and college students. Also, a record will be kept of the

attendance of the grand opening and donor application requests. We will go the extra mile to make sure our campaign is executed with the

utmost success.

67

Conclusion

This campaign was carefully crafted using research and creative strategies to ensure that through our marketing efforts the Conservancy of Southwest Florida will have an increase in awareness throughout their target markets. The strategies and tactics implemented are the most valuable for the Conservancy given a limited budget of

$25,000. We can assure you that the budget was used in the most efficient and effective way possible by reaching our target markets from a wide variety of angles.

Many residences of Lee and Collier County are unfamiliar with countless activities that the Conservancy of Southwest Florida has to offer. This campaign will inform residences

that the Conservancy of Southwest Florida is concerned about the many different ecosystems of the land, water and wildlife as a whole. Not only does the Conservancy focus on protecting all aspects of the local environment, they would also like for their residences to know they offer educational programs for children, interactive nature facilities, and volunteer opportunities for people of all ages. Objectives that will be achieved through this campaign will be to increase awareness in Lee and Collier

County by 25 percent and 15 percent respectively, increase high school and college volunteers by 20 percent and increase donor information requests by 200 requests by

April 2013. The target market for this campaign includes adults ages 25-54 with children and an annual income of $50,000 or more as well as high school and college students. We plan to accomplish these objectives through an advertising campaign that uses local festivals, newspaper inserts, posters in high schools and universities,

rack cards, and radio and television ads. Following our campaign, results will be measured by surveys administered in Lee and Collier county, and distinguishing the

change in number of donor information requests.

68

Bibliography

5 benefits of radio advertising. (2012). Retrieved from www.atouchofbusiness.com/tips/biz/BenefitsofRadioAdvertising-0060.html

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http://inventors.about.com/od/pstartinventions/a/printing_4.htmBitzer, B. (2012). Inserts. Naples News Media Group. Retrieved from http://www.ndnadvertising.com/PDFs/ratecards/PrePrints_041811.pdfBruneau, E. A. (2011). Outdoor advertising advantages. Retrieved from

http://www.marketingscoop.com/outdoor-advertising-advantage.htmBureau of labor statistics. (2011, January 26). Retrieved from http://www.bls.gov/news.release/volun.nr0.htmClaritas. (2012). Retrieved from http://www.claritas.com/MyBestSegments/Default.jspCollieraudubon.com. (2000). Retrieved from http://www.collieraudubon.info/fyi.html(2012). Conservation & human rights organizations in the u.s. IBIS World Industry Risk

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Dai, R. (2010). Social advocacy organizations in the us. Retrieved from http://clients.ibisworld.com/industryus/default.aspx?indid=1750

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4FBE-ACD8-FE87D47AFF57}/Echelon_PS.pdfFacebook.com/conservancyswf. (2012). Retrieved from

https://www.facebook.com/ConservancySWF?sk=infoFlorida colleges and universitites. (2012). Retrieved from

http://education.careers.org/colleges/in/floridaFlorida Wildlife Federation. (n.d.). Who we are. Retrieved from

http://www.fwfonline.org/About/Our-Mission.aspx fws.gov. (2008, December 18). Retrieved from http://www.fws.gov/dingdarling/About/about.html Hampp, A. (2010, September 27). Your media questions answered: Radio. Retrieved

from http://adage.com/article/special-report-media-marketing-guide-2010/media-questions-answered-radio/146100/

Handsontheland.org. (2001). Retrieved from http://www.handsontheland.org/site-profiles?id=130

Ibis world. (2011, October). Retrieved from http://clients.ibisworld.com.ezproxy.fgcu.edu/bed/default.aspx?bedid=158

Ibis world business environment report. (2012). Retrieved from http://clients.ibisworld.com.ezproxy.fgcu.edu/bed/default.aspx?bedid=4608

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Inverstor Words. (n.d.). Investor words. Retrieved from http://www.investorwords.com/3331/non_profit_organization.html

Land and water trust. (2011). Retrieved from http://crewtrust.org/Lee and collier counties. (2011, February 28). Retrieved from

http://www.dep.state.fl.us/lands/FFAnnual/B_Corkscrew.pdfLiang, Y. (2008). Benefits received and behavioural intentions of festival visitors in relation to distance

travelled and their origins. Retrieved from http://www.ijemr.org/docs/Vol4-1/LiangIllumCole.pdfMain, M. (2009). University of florida ifas extension. Retrieved from http://edis.ifas.ufl.edu/uw275Mascia, J. (2012). What are the benefits of posters for advertising. Retrieved from

http://www.ehow.com/list_6835227_benefits-posters-advertising_.htmlMcElwaine, A. (2012). conservancy.org. Retrieved from http://www.conservancy.org/page.aspx?pid=901Megela, M. (2012, February 15). Interview by A. Radliff [Personal Interview].Mint Design Co. (2012, 01 27). Conservancy of southwest florida hosts annual meeting elects new chair

and board members, honors outgoing board. Napleszoo.com. (2005). Retrieved from http://www.napleszoo.com/give/index.htmlNaples zoo: Visitor information. (2011). Retrieved from

http://www.napleszoo.com/Visitor_Info/visitor-info.htmNational Center for Charitable Statistics. Urban Institue, (2011). Irs business master files.

Retrieved from Internal Revenue Service website: http://nccsdataweb.urban.org/NCCS/V1Pub/index.php

National Park Service. (2011). U.s. department of the interior. Retrieved from http://www.nps.gov/partnerships/fundraising_individuals_statistics.htm

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NCCS. (2011). Number of registered 501(c)(3) public charities by ntee activity/purpose. Retrieved from http://nccsdataweb.urban.org/PubApps/nonprofit-overview-sumRpt.php?v=ntee&t=pc&f=0

Nerrs.noaa.gov. (n.d.). Retrieved from http://nerrs.noaa.gov/Doc/SiteProfile/RookeryBay/rbnerr/history.htm (n.d.). Non profit report for conservancy of swfl. Guide Star, Retrieved from

http://www2.guidestar.org/organizations/59-1157084/conservancy-southwest-florida.aspxOur campus. (2011). Retrieved from http://www.conservancy.org/page.aspx?pid=610 Our story. (2011). Retrieved from http://www.conservancy.org/page.aspx?pid=605Rack card marketing strategies. (2011). Retrieved from http://www.psprint.com/resources/small-business-

marketing/rack-cards/rack-card-marketing-strategies.aspRead. advertise. grow. (2011). Retrieved from http://www.ndnadvertising.com/PDFs/MediaKit.pdfStandard poster printing. (2012). Retrieved from http://www.48hourprint.com/poster-printing.htmlTetzlaff, T. (n.d.). Retrieved from http://www.zandavisitor.com/newsarticle-5422-

naples_zoo_welcomed_326,435_guests_in_2011The benefits of newspaper advertising. (2011). Retrieved from

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What We Do. (2011). Retrieved from www.conservancy.org Wilson, B. (2009). Toda'ys challenges. Retrieved from http://www.conservancy.org/document.doc?id=228Winters, F. (1966, April 01). Conservationist ready to buy 1600 acres in rookery bay section. Fort Myers News-

Press, p. 1.

72

AppendixPre-Campaign Survey- Parents

Administered Questions:1. How long have you lived in the Southwest Florida Region?2. Have you heard of the Conservancy of Southwest Florida?3. What do you know about the Conservancy of Southwest Florida? Please elaborate.4. As a parent with a child (or children), would you pay $65 for a Basic Yearly

Membership to the Conservancy of Southwest Florida? The Basic Membership would include: Free admission to Conservancy Nature Center: 2 Adults and 4 children (under 18) Free admission/ other discounts at 147 nature centers across the country and at Mote Marine Members-only early admission with free coffee and early boat ride sign-up 10% discount in Nature Store Conservancy publications and e-news, and Advance notice and discounts for Conservancy programs, including Summer Camp

5. Would you like your children to be highly educated about their how environment, including the land, water and wildlife?

6. Would YOU like to become more educated about your home environment, including the land, water and wildlife?

7. Would you and your family like to become more active in your local community?8. Would you send your children to a summer camp to learn more about the

environment, including the lad, water and wildlife?9. What is your annual income?10. Would you be willing to make a donation to the Conservancy of Southwest Florida?

If so, how much?

73

Appendix

Pre-Campaign Survey Results- Parents

35%

12%12%

12%

6%

12%

12%

1. How long have you lived in the Southwest

Florida Region?

1-5 years6-10 years11-15 years16-20 years21-25 years26-30 years31 years +

34 Total Respondents

29%

71%

2. Have you head of the Conservancy of Southwest Florida?

YesNo

74

Appendix


53%47%

4. As a parent with a child (or children), would you pay $65 for a Basic Yearly Member-ship to the Conservancy of

Southwest Florida?

YesNo


3. What do you know about the Conservancy of Southwest Florida. Please elaborate.

Question 3 contains qualitative data and can not be displayed as a graph.

75

Appendix

Pre-Campaign Survey Results - Parents


82%

18%

6. Would YOU like to be-come more educated about

your home environment, including the land, water

and wildlife?

YesNo

94%

6%

5. Would you like your children to be highly edu-cated about their home

environment, including the land, water and wildlife?

YesNo

76

Appendix

Pre-Campaign Survey Results - Parents


88%

12%

8. Would you send your children to a summer camp to learn more about the en-

vironment, including the land, water and wildlife?

YesNo

59%

41%

7. Would you and your family like to become

more active in your local community?

YesNo

77

Appendix


18%

24%

29%

6%

6%

18%

9. What is your annual income?

$0-$20,000$20,001-$40,000$40,001-$60,000$60,001-$80,000$80,001-$100,000$100,001- and above

10. Would you be willing to make a donation to the Conservancy of Southwest Florida? If so, how much?

Question 10 contains qualitative data and can not be displayed

as a graph.

78

Appendix

Pre-Campaign Survey- StudentsAdministered Questions:

1. What is your level of education?2. Do you need to fulfill community service/service learning hours in order

to receive scholarships or for graduation?3. If so, would you like to fulfill these hours by working with the natural

environment including the land, water and wildlife?4. Have you heard of the Conservancy of Southwest Florida?5. If so, what do you know about the Conservancy of Southwest Florida?6. Have you ever volunteered at the Conservancy of Southwest Florida?7. If you knew more about it, would you like to volunteer at the Conservancy

of Southwest Florida?8. Would you like to receive e-mails notifying you about volunteer and

internship opportunities available with the Conservancy of Southwest Florida?

79

Appendix

Pre-Campaign Survey Results - Students


3%

97%

1. What is your level of ed-ucation?

High SchoolCollege

79%

21%

2. Do you need to fulfill community service/service learning hours in order to receive scholarships or for

graduation?

YesNo

80

Appendix


71%

29%

3. If so, would you like to ful-fill these hours by working

with the natural environment including the land, water and

wildlife?

YesNo

24%

76%

4. Have you heard of the Conservancy of Southwest

Florida?

YesNo


81

Appendix



5. If so, what do you know about the Conservancy of Southwest Florida?

Question 5 contains qualitative data and can not be displayed as a graph.

3%

97%

6. Have you ever volun-teered at the Conservancy

of Southwest Florida?

YesNo

82

Appendix



79%

21%

7. If you knew more about it, would you like

to volunteer at the Conservancy of South-

west Florida?

YesNo

38%

62%

8. Would you like to receive e-mails notifying you about

volunteer and internship op-portuniites available with the

Conservancy of Southwest Florida?

YesNo

83

Appendix

Post-Campaign Survey - EveryoneQuestions to be administered:

1. Are you aware of the Conservancy of Southwest Florida?2. Do you know what the Conservancy has to offer?3. Have you been to the Conservancy?4. Did you know that the Conservancy just reopened after several

renovations?5. Did you see that the Conservancy ran an advertising campaign? If so, what

ads did you see?

84

Appendix

Radio Script"Do you love nature? We sure do! At the Conservancy of Southwest Florida, we

go the extra mile in conserving our land, water, and wildlife to educate you in how you can make a difference! Visit us for our grand re-opening on April 6th, and let us show you our newly renovated property. Come see our new nature center featuring our Sea Turtle exhibit and experience a live touch

tank. Then, catch the sunset while cruising in our electric boats. The Conservancy is located in Naples across from the Coastland Center mall. Visit our website at Conservancy.org for more information. See you April

6th!

85

Appendix

Television Script:“Here at the Conservancy of Southwest Florida, our mission is to conserve our

land, water, and wildlife; and educate you about how you can help! Visit us for our grand re-opening on April 6th, and let us show you our newly

renovated property. Its a great way to bring the whole family together and learn about Southwest Florida's natural treasures! The Conservancy is

located in Naples across from the Coastland Center mall. Visit our website at Conservancy.org for more information. See you in April 6th!”

madison bell | zachary edington | jonathan howell kimberly kato | anna radliff

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